Counter-Stigma and Achievement of Happiness Through the Freegan Ideology
The purpose of this study is to introduce a theory of “counter-stigma,” in which anti-consumption ideology is leveraged to invert a stigmatized practice into a heroic morality play, while simultaneously redirecting stigma onto the mainstream other. This re-framing of stigma results in positive psychological outcomes such as happiness.
Hieu Nguyen, Steven Chen, and Sayantani Mukherjee (2011) ,"Counter-Stigma and Achievement of Happiness Through the Freegan Ideology", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Hieu Nguyen, California State University, Long Beach, USA
Steven Chen, California State Fullerton, USA
Sayantani Mukherjee, California State University, Long Beach, USA
NA - Advances in Consumer Research Volume 38 | 2011
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